tertained on the pitch but off it too, in state-of-the art stadia bristling with the latest multi-media technology. From jum- bo screens to concourse and handheld devices, media is being used to engage and entertain fans at every opportunity. In the current economic conditions

however, venues are increasingly look- ing to see how they can make this new media investment pay its way. Outright capital purchase of technology is hard to

finance, which means it’s hard to justify. Because of this, rights holders need to look at solutions that pay for themselves, even in the short term. The business model at Sports Revolu-

tion has been to partner with BEKO to subsidise the deployment of more than 1,000 screens in stadia across the UK – creating a brand-enhancing platform that generates revenue and provides match-day entertainment. Obviously this is a model that only suc-

ceeds if the screen content can genuinely engage the fans and build an audience that can attract advertising revenue. It’s essential to ensure every aspect of

the screen offering is compelling, both commercially for the club, but also in terms of how it enhances fans’ match-day experience. For example, it’s not enough to install the latest screens if the content doesn’t connect with the fans. A one- size-fits-all approach simply won’t work. Fans go to matches to watch games,

not ads, so it’s important to ensure the screens are full of content they want to

watch – such as player interviews, crucial club information, scores and statistics. It’s all about the technology boosting, not interrupting, their match-day enjoyment. This approach has the potential to cre-

ate a virtuous circle. If fans, engaged by the content, are watching the screens, brands are keen to advertise on them. It’s also worth noting that some pro-

viders have got it wrong in the past from the other side, offering interest- ing, tailored content, but on poor quality screens. The right model requires suffi- cient investment in both the content and the front-end technology. Working in partnership with clubs’

media departments is also essential to creating a joined-up communication platform that complements each club’s existing media channels.

Camera-facing screens – digital perimeter advertising In addition to ensuring stadia concourse TV gets it right in terms of the screens and the content, rights holders should